Innovative new products and a strong brand are essential assets to sustain and expand a company's competitive position in the marketplace. Separate research in the innovation and marketing field has found that marketing instruments, such as price promotions, can influence both new product...

This article discusses the relatively young phenomenon of coworking and its value propositions from a company's perspective. It aims at giving an overview of the current research on coworking with a special focus on coworking as "third places" for mature organisations. In contrast to startups,...